This article is about Google Analytics 4 properties. If you're using a Universal Analytics property, refer to the Universal Analytics section of this help center.

[GA4] Acquisition reports

The Acquisition topic shows data about how users arrive on your website or mobile app.

Acquisition overview

The Acquisition overview report summarizes data across the detail reports (such as User acquisition and Traffic acquisition) to help you develop an understanding of how users find your site or app. This information can help you understand the effectiveness of your marketing efforts. You won't see the detail reports when you enable games reporting.

Users and new users

Users are all users who visit your site or app including both new and returning users. New users are users who visit your site or app for the first time. Analytics identifies a new user as anyone who doesn't have both a Google Analytics cookie and Client ID from your site or App Instance ID from your app. Users who already have these are returning users.

Lifetime value

The Lifetime value chart illustrates the average revenue from new users over their first 120 days. You can use the chart to determine how valuable users are based on additional revenue you generate. For example, a user purchases a shirt and then purchases pants the following week. Lifetime value (LTV) includes both purchases, indicating the overall success of the acquisition.

Sessions and engaged sessions

A session is a collection of events that a user triggers in a timeframe. A session begins when Google Analytics collects a session_start event from your site or app. An engaged session is a session that lasts 10 seconds or longer, has one or more conversion events, or has two or more views. Learn more about engagement metrics

User acquisition

The User acquisition report shows data about new users. The traffic dimensions, like medium and source, in the report include the words "First user" to indicate that the traffic dimensions are about first-time users. For example, "First user medium" is the channel by which new users arrive on your site or app.

Traffic acquisition

The Traffic acquisition report shows data about new sessions. The traffic dimensions, like medium and source, in the report include the word "Session" to indicate that the traffic dimensions are about new sessions. For example, "Session medium" is the channel by which new and returning users arrive on your site or app.

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